PPC & SEO: A Match Made In Heaven

Tag: RMS Print & Design

Your business is looking to grow. Your target audience is online searching for a company like yours. How do you make sure they find you? Some say organic search is the key. Others argue paid search gets quicker results. We think you need both.

How will this guide help you?

In this guide, we’ll focus on the fruitful relationship between PPC and SEO, and how the latter can help you get the most out of the organic search work you’re already doing. We’ll start by separating the two, before showing exactly how you can get them working hand in hand for maximum reward.

Two sides of the same search coin

PPC and SEO have always gone hand in hand in conversation, just not so much in practice. For many, they’re alternatives to one another; they represent a decision that needs making before investment is made. For others, they might as well be the same thing.

Before we start bringing the two closer together, let’s draw a line between them and briefly remind ourselves of the differences. After all, it’s these differences that allow them to work so well together.

SEO – or ‘organic search’, is the process of drawing more traffic to a website by using a range of techniques and methodologies to improve or maintain its position in search engine results pages (SERPs).

PPC – also known as ‘paid search’, has the same goal of bringing more people to a site or page, but this time it is achieved using carefully placed adverts on other websites, often search engines and social networks. The marketer pays the owner of the site on which their ad is placed whenever it is clicked or consumed – hence the name ‘pay-per-click.’

Both can be hugely powerful, and both have their benefits. PPC can yield positive results almost instantly with little time or monetary investment, while the rewards of an effective SEO campaign take longer to show but can be much bigger and more permanent in nature.

Sharing insight

Digital marketing is all about insight; the more you know, the more you can achieve. Often, a single piece of information can be equally useful to specialists across different teams. We also find that the data generated by work in one campaign can go on the benefit efforts in another, and that’s usually the case with PPC and SEO. So the data you need to drive your SEO efforts; where does it come from? Well, some of it can be provided by your PPC campaign, if you’re running one.

Tried and tested

Testing is a big part of paid search. In order to get results, campaign managers are constantly trying different approaches; trialing various keywords and search terms so they know what works and what doesn’t.

The short-term A/B testing of adverts is often the best way for a PPC expert to determine what will be worth spending on in the long term, but can also allow for more informed SEO decisions. Say, for example, you carry out split testing for the term ‘catering company’. One of the headlines is ‘Award-winning catering company based in London’ and the other is ‘Catering company in London – request a free quote now’. Once you can see which one generates the better click-through rate (CTR), you have a better idea of which title tags are likely to draw more organic visits – either the former, with its trust signal, or the latter, which uses a strong call to action (CTA). It takes considerably longer to generate data like this through SEO alone.

Reaching the unaffordable

We’re all restricted by budgets, and while PPC can be an impressively cost-effective way to get results, there will be times when the keywords and search terms that prove most effective in testing are not quite financially feasible in the long run.

If you’re only relying on paid search to get you seen, this is likely the point where you’d breathe a sigh and move on to look for something more attainable, but when your PPC is running alongside an organic campaign – as it should be – you have an opportunity.

If a particular term is effective but expensive, try targeting it using more natural techniques. ‘Catering company in London’ may be out of reach on Google AdWords, but that doesn’t stop you using it to inspire SEO-driven content to improve your search rankings. Sure, PPC is quick, but you’ll find that being at the top of the listings in your own right will garner more trust from your audience.

Maximising visibility using PPC and SEO

Whatever you’re selling, gaining visibility will likely be one of your marketing objectives; building your customer-base is quite literally impossible if you’re not being seen by new people. SEO is one obvious way to achieve this, and PPC is another; so if you’re doing either already, you’re on the right track. Combine the two, however, and you’ll find your visibility reaches new levels.

Increasing your presence on the SERPs

Time for some crowd participation. Assuming you’re reading this on some kind of internet-enabled device, go to Google and type in ‘laptop’. It’s a broad term, yes, but it illustrates the point perfectly: on a desktop screen around the top two-thirds of the visible page (without scrolling) are taken up by paid listings.

Do you have questions or just want to talk because you are lonely? Call or email us anytime at: (214) 308-1793 or info@rmsprint.net

What makes a good logo?

What makes a good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

There are five principles that you should follow to ensure that this is so…

An effective logo is (in no particular order):

· Simple
· Memorable
· Timeless
· Versatile
· Appropriate

1. Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.

While in college in the mid-70′s an instructor introduced me to the K.I.S.S. Principle of design; which translates to: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Remember, the basis of the hugely effective international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.~ Jeff Fisher

2. Memorable

Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role.

This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable.Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.
~ Paul Rand

3. Timeless

An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?

Leave trends to the fashion industry – Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.
~ David Airey

Probably the best example of a timeless logo is the Coca-Cola logo… if you compare it to the Pepsi logo below, you can see just how effective creating a timeless logo can be. Notice how the Coca Cola logo has barely changed since 1885? That is timeless design.

4. Versatile

An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

Printed in one colour?

Printed on the something the size of a postage stamp?

Printed on something as large as a billboard?

Printed in reverse (ie. light logo on dark background)

One way around creating a versatile logo is to begin designing in black and white only. This allows one to focus on the concept and shape, rather than the subjective nature of color. One must also remember printing costs – the more colors used, the more expensive it will be for the business over the long term.

I like to work first in black and white to ensure that the logo will look good in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements. I will not even consider submitting color suggestions to a client for review until they have signed off on a final black and white logo.
~ Patrick Winfield

One should also familiarise themself with the commercial printing process so as not to come into printing problems further down the track. Learn to know the difference between the CMYK, Pantone and RGB color systems. When designing logos, the Pantone colour system is recommended.

5. Appropriate

How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & colour scheme. This would not be so appropriate for a law firm.

It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.

Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
~ Paul Rand

What makes a great logo in your opinion?

Do you have questions or just want to talk because you are lonely? Call or email us anytime at: (214) 308-1793 or info@rmsprint.net

For most businesses, a web site is one of the most important investments you can make. Entrepreneurs are either overspending or underspending on their web sites, and many have no idea what they’re doing or why. So today I’m going to talk about why a good, solid web site really matters to your business. We hope that you will let us have the opportunity to quote you a new custom designed site after you read this.

1. Your web site reflects you as a business owner and professional.

If your web site looks professional, your potential clients will think you’re a professional who has enough clients and enough income to have a site built for you. If potential clients visit your web site and it looks home-built, that’s how they’ll perceive you.

If you’re a web developer, by all means, build your own site, as that will reflect your capabilities. Everyone else, hire a solid company that can do a good job, not just in building your web site, but in getting it seen and in building it wisely to maximize the traffic you’ll get.

2. Your web site can mean extra local business.

Even if you’re primarily brick and mortar, having a solid web site can mean extra business. Local clientele often perform seaches online and find your web site, encouraging them to walk into your store. If they find your competitors and they look more reputable or solid than you (or if they have a web site and you don’t), you’ll lose business, just because of your web site. And, when you’re mentioned in the media or on review sites like Angie’s List, you’ll need a web site to help people find you.

3. Your web site can mean global business.

Did you ever think about getting orders from Australia or Malaysia? Launching a fantastic web site means you’ll instantly become a global business, allowing you to expand your clientele to a much larger audience. Your web site is visible in almost every country around the globe, and that means you expand your potential client base by millions. You’ll still want to keep your target market in mind, but an international audience may still find you appealing.

4. Your web site can generate media interest.

If a journalist is looking for an expert in your field to quote for an article, s/he is more likely to choose the business owner whose web site looks professional and clean than someone who looks like they don’t really know what they’re doing. And as most of you know, a mention in the media can be powerful for your business!

Don’t do your business a disservice by putting up a shoddy web site. Take care and invest wisely in your business web site by hiring someone who knows what they’re doing. With that said, please reach out to us to schedule a free assessment of your companies needs.

Do you have questions or just want to talk because you are lonely? Call or email us anytime at: (214) 308-1793 or info@rmsprint.net

RMS Print and Design is a virtual printing and design firm based in McKinney, TX. RMS was established in 2006, and through the years, has been able to secure the buying power necessary to pass along bigger savings for our clients.